ENTITIES ARE THE FOUNDATION OF MODERN SEO

Summary from the TLDR Marketing newsletter

Entity SEO is now a core part of making a brand understandable to Google and AI systems. Start by auditing owned properties so brand names, people, products, relationships, and structured data are accurate and consistent. Then build credibility through relevant third-party mentions, expert commentary, and evidence that supports what the brand claims to be known for. An entity map can reveal gaps between intended positioning and how search data and the wider web actually connect the brand to people, products, services, and topics.